Expressing political stances is not rare among service providers such as taxi drivers and chefs. For instance, in 2021, a restaurant owner angry at the death of U.S. soldiers during the evacuation of Afghanistan posted a sign on the front door telling Biden supporters to eat elsewhere (Miller 2021). Given findings from research on brand activism, consumers can be expected to have less favorable attitudes toward service providers who are more politically different from them. However, if service providers who are politically opposite are more competent than ones who are politically identical, would consumers still choose politically identical but less competent service providers? To our knowledge, no research has been conducted to examine what factors influence consumers’ choices between more competent but politically opposite service providers and less competent but politically identical service providers. To fill that gap, in our research, we examined the role of consumers’ political ideology (i.e., conservative vs. liberal) in making trade-offs between more competent but politically opposite service providers and less competent but politically identical ones.

• Sohyun Bae(National Cheng Kung University, Taiwan)